Brand Development, Content Mapping and Copywriting
Audience:
Fortune 500 Benefits Leaders and their Employees
Goal:
Create a user-friendly website to increase brand awareness and drive sales leads
Need:
Connecting more deeply with benefits professionals, selling thru to employees using the Castlight technology
Challenge:
Communicating the Castlight brand in an emotional way, while establishing the product's technological sophistication
Solution:
A website that equally speaks to Benefits Leaders and their employees, demonstrating how the product works
My Project Role:
Collaborate with brand team to develop brand positioning, top-level messages
Develop brand tagline (theme - actualizing healthcare benefits) "What if you could impact employee health every day"
Write website copy: headlines, sub-headlines, Why Castlight, Solutions
Map content to benefits leader pain points
Fortune 500 Benefits Leaders and their Employees
Goal:
Create a user-friendly website to increase brand awareness and drive sales leads
Need:
Connecting more deeply with benefits professionals, selling thru to employees using the Castlight technology
Challenge:
Communicating the Castlight brand in an emotional way, while establishing the product's technological sophistication
Solution:
A website that equally speaks to Benefits Leaders and their employees, demonstrating how the product works
My Project Role:
Collaborate with brand team to develop brand positioning, top-level messages
Develop brand tagline (theme - actualizing healthcare benefits) "What if you could impact employee health every day"
Write website copy: headlines, sub-headlines, Why Castlight, Solutions
Map content to benefits leader pain points
